EditorsNov 22, 2024
Out & About: Inside the CD Peacock MansionStep inside the nearly 21,000-square-foot suburban Chicago jewelry store with Editor-in-Chief Michelle Graff.
IndependentsMar 29, 2017
What Spicer Greene Had to Say About Its Controversial Ad
Spicer Greene Jewelers’ “Throw Rocks at Girls” billboard sparked a nationwide debate. Here’s what they, and marketing experts, had to say about the campaign.
Asheville, N.C.--When Asheville, North Carolina jewelry store Spicer Greene Jewelers posted a billboard last week with the phrase “Sometimes, it’s ok to throw rocks at girls…” surrounded by images of diamonds and colored gemstones, they had no idea it would generate so much publicity.
“The intent was to be reminiscent of a childhood teaching, that it’s not OK to throw rocks at anybody, but if you're going to we’d rather have it be one from us,” said co-owner Eva-Michelle Spicer.
A post shared by The Ad Museum (@adwrld) on Mar 24, 2017 at 6:34pm PDT
Spicer said that the ad was a play on words and that any literal violent connotation, “was not its intent. We don’t condone violence of any kind of toward anyone.”
The billboard swiftly met outrage online, leading the store to issue an apology on their Facebook page last Thursday that stated: “To whom we have offended with our recent billboard, please accept our apologies … We are humble enough to realize when we make a mistake.”
Sunday afternoon, a small group of people protested outside of the store.
Spicer Greene was aware of the forthcoming protest and donated 10 percent of sales from the preceding Thursday through Sunday, the day of the protest, to Helpmate, a local domestic violence agency, and Our Voice, a rape crisis services organization.
Spicer said that they have worked with these organizations, and other community organizations, prior to the controversy. “We've been supporters of Helpmate and Our Voice for many years,” she said.
Despite the apology and subsequent donations, by this week, the ad had gained so much traction on various social media forums that the story was picked up nationally by news outlets like Time, CNN and The Washington Post.
“I think that (the negative reaction) was started by a small group of very loud people who wanted to get attention focused on the billboard. Then Chelsea Clinton tweeted about it and it was a slow day in news,” Spicer said.
Talking about hitting girls is never funny. Ever. https://t.co/cvtxykutis
— Chelsea Clinton (@ChelseaClinton) March 24, 2017
Marketing and public relations experts interviewed by National Jeweler about the billboard controversy said the old adage “There is no such thing as bad publicity” doesn’t necessarily apply in this case.
“Good copywriting is worth the money one has to pay,” said Andrea Hansen, founder and president of Luxe Intelligence, a luxury jewelry brand consultancy.
“This could have easily been averted if only they had said, ‘The only time when it’s OK to throw rocks at girls…’ It’s still cheeky, it’s still
a play on words, and it’s socially sensitive at the same time.”
Though personally Hansen said that her first reaction was, “Do we have to make a big deal of everything these days?” she noted the importance of understanding one’s core audience.
“Attitudes are changing, consumer behavior is changing very fast and while brands must be authentic, and react in real time to issues like this, often the insider perspective is too clouded. Ask an outsider to validate your findings, opinions and plans,” she advised.
Meghan Folsom, co-founder and director of public relations at accessories showroom Mega Mega Projects, agreed that Spicer Greene Jewelers misjudged their audience.
“Even though I find this ad inappropriate and offensive, if (Spicer Greene) were to use in it private email marketing directed specifically towards their adult customer base, it would not be causing the same social uproar,” she said, in reference to the criticism leveled at Spicer Greene for the fact that children would see the ad and not necessarily understand the context.
Folsom said that the ad has offended people in far-reaching ways, showing a disconnect with contemporary consumer values.
“Beyond the implications of violence towards women, I find the sexist undertones of this ad to be demeaning on many levels. Self-purchasing women make up a huge part of the jewelry business in today’s market,” Folsom said. “Not only is this store tacitly making light of domestic violence, but they are also implying that women need to have jewelry purchased for them by men.”
The silver lining of the controversy for Spicer has been the support she’s received in the jewelry industry, as well as from the public.
Spicer explained to National Jeweler that the reactions to the campaign had actually been mainly positive.
“Overwhelmingly, people have loved the billboard,” she said. “About 3 percent (of reactions) have been negative.”
“I’d really like to thank the industry. It’s been amazing. The Jewelers Helping Jewelers Facebook group really rallied around us and supported us and we’re blessed to be in an industry with such caring people,” she said.
When asked if it plans to take down the billboard, Spicer said that the store intends to move up its summer marketing campaign to replace the current ad, but that the timing of that is up to the company that owns the billboards and runs its advertising services.
Hansen told National Jeweler that donating funds to organizations that combat domestic violence was the right move for Spicer Greene Jewelers to make, no matter their intention with the ad.
“Perception is reality,” she concluded. “In the arena of public opinion, that’s the only truth that matters.”
Though personally Hansen said that her first reaction was, “Do we have to make a big deal of everything these days?” she noted the importance of understanding one’s core audience.
“Attitudes are changing, consumer behavior is changing very fast and while brands must be authentic, and react in real time to issues like this, often the insider perspective is too clouded. Ask an outsider to validate your findings, opinions and plans,” she advised.
Meghan Folsom, co-founder and director of public relations at accessories showroom Mega Mega Projects, agreed that Spicer Greene Jewelers misjudged their audience.
“Even though I find this ad inappropriate and offensive, if (Spicer Greene) were to use in it private email marketing directed specifically towards their adult customer base, it would not be causing the same social uproar,” she said, in reference to the criticism leveled at Spicer Greene for the fact that children would see the ad and not necessarily understand the context.
Folsom said that the ad has offended people in far-reaching ways, showing a disconnect with contemporary consumer values.
“Beyond the implications of violence towards women, I find the sexist undertones of this ad to be demeaning on many levels. Self-purchasing women make up a huge part of the jewelry business in today’s market,” Folsom said. “Not only is this store tacitly making light of domestic violence, but they are also implying that women need to have jewelry purchased for them by men.”
The silver lining of the controversy for Spicer has been the support she’s received in the jewelry industry, as well as from the public.
Spicer explained to National Jeweler that the reactions to the campaign had actually been mainly positive.
“Overwhelmingly, people have loved the billboard,” she said. “About 3 percent (of reactions) have been negative.”
“I’d really like to thank the industry. It’s been amazing. The Jewelers Helping Jewelers Facebook group really rallied around us and supported us and we’re blessed to be in an industry with such caring people,” she said.
When asked if it plans to take down the billboard, Spicer said that the store intends to move up its summer marketing campaign to replace the current ad, but that the timing of that is up to the company that owns the billboards and runs its advertising services.
Hansen told National Jeweler that donating funds to organizations that combat domestic violence was the right move for Spicer Greene Jewelers to make, no matter their intention with the ad.
“Perception is reality,” she concluded. “In the arena of public opinion, that’s the only truth that matters.”
More on Independents
The Latest
CollectionsNov 22, 2024
Piece of the Week: Xander Jane’s ‘Spiked’ Pearl StudsThese punk-inspired earrings from the new Canadian brand’s debut collection reveal the alter ego of the classic pearl.
SourcingNov 22, 2024
Facets of Fire Expands to Include Pear, Marquise DiamondsThe company brings its nanotechnology to two new fancy cuts for diamonds that feature its signature color and brilliance.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Supplier BulletinNov 21, 2024
Tasha R Releases 2025 Labbelle Lab Diamond Jewelry CatalogSponsored by Tasha R
Weekly QuizNov 21, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsNov 21, 2024
Gold Watch Gifted to Titanic Rescue Ship Captain Sells for $2MThree Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
MajorsNov 21, 2024
Harris Jewelry Ordered to Reopen Claims Portal for Refund RequestsA federal court found that the jewelry store chain violated terms of the settlement reached after it was accused of defrauding customers.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
CollectionsNov 21, 2024
Channel Elphaba in Muse’s ‘Have a Heart x Cynthia Erivo’ CollectionCynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
MajorsNov 21, 2024
Rocksbox Opens Pop-Up Store in San FranciscoThe new space was designed to evoke a warm, inviting vibe.
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
Recorded WebinarsNov 15, 2024
Watch: 10 Tips to Keep Your Jewelry Store Secure On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
